It’s that time of the year again when millions of people throng in front of their television sets to watch the game that cannot be named. There’s no other event in America that attracts such an enormous audience. Not only are they glued to their TV screens, but they’re peeking at their smartphones to engage in social media chatter. 78% of the audience have a second-screen for real-time interactions and conversations about the game. This kind of an audience is opportune for brands.
With more than 100 million people tuning into Facebook and Instagram alone during the game, it has become imperative for brands to go all out with their digital efforts. Instead of shelling out millions for a 30 second ad, more marketers are using social media to build brand awareness, using a connection to football, poking fun at Super Bowl advertising or responding to game events to get attention from fans. Digital media has made it easier and more importantly, cheaper for them to advertise during the Super Bowl.
Brands sneakily talking about the Super Bowl is no big secret. Twitter recently announced a separate award for non-sponsors that win great engagement on Twitter on their Super Bowl content. Like in the past, we decided to dig deeper around the pool of Big Game mentions on Facebook, Twitter and Instagram from 2013 through 2017 using Discover.
To understand how brands could leverage the Super Bowl while still flying under the radar of the NFL lawyers, we fired up Unmetric Discover. Searching through hundreds of thousands of Super Bowl related branded content we came across some common trends. Let’s dive in:
Considering the fact that antacid sales see a spike after the game day, it need not be emphasized that Super Bowl is pretty much all about the food. It is second only to Thanksgiving when it comes to food consumption and brands capitalize on it. Facebook and Instagram are the preferred platforms.
Brands tag on to the Super Bowl frenzy by offering discounts. For instance, ShopAtHome offered 50% off on TVs because fans are more than ready to ditch their old TV sets for new ones during the game season.
Twitter has been a traditional favourite for contests. Esurance got two million people to tweet about their contest without even having an official ad spot. Smaller brands have also been successful in getting better outreach through contests.
With an ever increasing amount of content being published during the Super Bowl season, brands channel their creative demons to produce a hotpot of marketing strategies. There’s no single formula to hitting it big with social media and it certainly requires some luck as well.
Here are some of our favourites.
In 2014, beer brand Newcastle Ale decided it would make a Super Bowl ad that acknowledged that it couldn’t afford to advertise during the Super Bowl. It hired actress Anna Kendrick, who jokes in the video that she isn’t “beer-commercial hot.” Their integrated campaign included a microsite, trailers and behind-the-scene videos amounting to more than 10 million views.
Follow all the brand action during the Super Bowl on AdAge’s live Twitter feed, powered by Unmetric Track.
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